XX月饼业品牌优化战略及对策研究.docVIP

神池月饼业品牌优化战略及对策研究 摘要：月饼业，是我的家乡——神池县重要的传统产业。我县不仅有着发展月饼业得天独厚的自然资源，而且得到了国家政策的大力支持，同时，神池优质的胡麻油让月饼“甜而不腻、酥而不散、久放不馊”，成为晋北第一月饼。本文通过创建合理化的产业结构模式，探讨神池月饼的品牌优化战略及对策研究让神池月饼业走上了小规模、大群体、品牌化和新型化的现代产业发展轨道，并最终将其推向全国乃至全世界。 关键词：神池县; 月饼业； 品牌; 战略; 对策 The Brand Optimization Strategies and Countermeasures on Shen Chi Mooncake Abstract: Mooncake is an important traditional industriy in my hometown - Shenchi County.There is not only unique natural resource to develop mooncake industry in our county, but also the strong support of national policies, while Shen Chi-quality sesame oil makes mooncakes sweet but not greasy, crisp and being remained for a long time and become the best moon cake in the north of Shanxi Province . The objective of this paper is to optimize the brand strategy and to do a countermeasures research in order to spread our county’s mooncake to the whole of China and even to the world. And the main method this research uses is creating rational industry structure and leading the mooncake industry in Shenchi a modern industrial development track with a relatively small scale, large groups, and a new brand. Key word: shenchi; Moon cakes Industry; Brand; Strategic; Countermeasures 目录 前言 ……………………………………………………………1 1 神池县的概况………………………………………………1 2 神池县月饼业发展的条件分析……………………………1 2.1自然条件……………………………………………………1 2.2政策条件……………………………………………………2 3 神池月饼业发展现状………………………………………2 3.1月饼业为下岗人员提供保障………………………………3 3.2 全力打造龙头产业知名度…………………………………3 3.3 创建合理化的产业结构模式………………………………3 3.4 创新产品不断涌现…………………………………………4 4 神池月饼业发展过程中存在的问题……………...………4 4.1 经营规模小，风险大………………………………………4 4.2 市场调研系统尚未……………………………………5 4.3 对公司的长远发展没远见…………………………………5 4.4 市场不健全…………………………………………………5 4.4.1 没有营销策略和促销手段………………………………………5 4.4.2销售渠道，网络还不健全………………………………………5 4.4.3缺乏繁体宣传力度………………………………………………5 5神池月饼业未来发展对策建议………………………………6 5.1打造优势品牌，积极开拓市场………………………….…6 5.2月饼名牌战略 ……………………………………………6 5.3重视促销效应的提升…………………………………….…6 5.3.1商品导购……………………………………………………………7 5.3.2信息导购……………………………………………………………7 5.3.3优质导购……………………………………………………………7 5.3.4心理需求导购………………………………………………………8 5.4 竞争效应………